Eric Lin is leading the company’s marketing, new product development, and brand strategy deployment. He is also responsible for the management of digitalization and e-commerce ecosystems.
Since 2021, he has formulated a brand strategy for Ruguo Company, focusing on origin-based fruit juices and promoting local healthy drinking culture, establishing the brand proposition of “one origin, one fruit.” In 2024, he advanced the brand diversification of Ruguo Company by launching the high-end fruit juice brand “Xian Guo Jie” with HPP technology, opening up a new track for corporate development. He also promoted AI-empowered consumer insights to create personalized experiences and support the brand’s youthful transformation.
As Tmall's food and beverage growth slows in 2024, fresh beverages defy the trend with 50%+ growth, driven by HPP (High Pressure Processing) technology. RUGUO leverages HPP to overcome niche limitations, with its HPP Rose Lychee Juice leading the fruit-flower fusion trend and showcasing the commercial power of tech-driven agricultural innovation.
For fresh juice, regional origins are both an advantage and a constraint. How can HPP expand niche flavors to a broader market? How can brands balance uniqueness with standardization in product development? Beyond fruits, what new possibilities can HPP unlock in vegetables, flowers, and beyond?